What is a finfluencer?

A “finfluencer” (also known as a financial influencer) is an influencer who focuses on money matters such as budgeting, saving and investing (“personal finance”). These financial influencers use platforms such as podcasts, blogs, Instagram, YouTube or Facebook to share their insights and advice.

Finfluencers are a rapidly growing phenomenon, particularly among younger people interested in investing and financial independence. Although finfluencers often have a large reach, there are concerns about the quality and reliability of their advice, as they frequently lack a formal financial background. This can lead to risky recommendations and a lack of transparency about their own interests and the compensation they receive, potentially misleading their followers.